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A new dating service called Pure has launched to a small community of private users in the past month, bringing casual hookups to men and women everywhere via a sleekly designed mobile app that strips away the profiles, chats, and other time consuming features to deliver sex on demand.

Founders Roman Sidorenko and Alexander Kukhtenko are applying an upmarket spin to something that might normally be referred to as “Ashley Madison 2.0″ – and it seems to be working.

The Promotional Video (which is probably NSFW)

The service is currently in private beta and accepting applicants to join, so of course we signed up and will let you know once we’ve had a chance to use the app.

According to their website, this is the manifesto of Pure:

Our core tenet is that no one person should have to be everything for another. We believe it’s natural for someone to feel a powerful sense of attachment to a long term partner, while experiencing romantic love for somebody else and at the same time, feeling sexually attracted to a diverse range of people.

We would like it to be all about exploring different dynamics with different people — sexual, emotional, psychological and spiritual.

Government, society, and religion have oppressed human sexuality in the past and continue to do so today. It’s time to make a radical change and give people back the freedom to enjoy a regular and diverse sex life. We are certain that gender, the type of sexual activity, or the number of participants in sexual relations should not be externally regulated.

Some people are looking for just one partner, while others want to explore and enjoy. It’s your choice, and Pure helps you act on it!